Gallery: Shropshire theatre to celebrate one millionth ticket

It is a remarkable achievement for the popular arts venue, which has come a long way since its official opening on March 25, 2009, by Prince Edward.

The Royal visitor was presented with two Merrythought Bears when he cut the red tape at the £28 million complex six years ago.

They were given to him by Sophie Foxley, a girl who had battled leukaemia for nearly three years, and were intended for the Prince's children, James and Louise.

A production of Romany Wood followed, starring Timothy West, one of Britain's greatest actors. The dance and musical spectacular featured more than 400 young people from across Shropshire. The rest, as they say, is history.

Theatre Severn has become one of the most popular provincial theatres in the UK, drawing big crowds and bringing money to the Shropshire economy.

The venue had opened to the public a month before the Prince's ceremonial visit.

Architects had designed its impressive 638-seat main auditorium and a smaller 250-seat studio, called the Walker Theatre, to fit in with the riverside location. There was also a dance studio, an exhibition space, restaurant and Chapel Bar. An exhibition of photography by Sue Hall charted the construction project, from the demolition of old buildings at Frankwell Quay to the completion of the new venue.

Appropriately, the venue was opened with a tribute to the town's most famous son, Charles Darwin. The annual Darwin Memorial Lecture was presented by Professor Lord May to a sell-out audience in the main house.

It had been a long time coming – taking 40 years to move from the drawing board to reality. The theatre's creation was overseen by the then-Shrewsbury & Atcham Borough Council, which was later subsumed during the creation of Shropshire Council's unitary authority.

Former cultural services manager Lezley Picton oversaw the project. On launch day, she said: "Forty five years we've waited to get this building up and running and it's a really momentous occasion. It's a day that will stay with the staff here forever."

Ms Picton praised the theatre's staff, who had worked around the clock to get the venue ready for the first public event.

She said: "There was some nerves from all of us I think. We wanted to make sure this is right. It's the first production, so there's unknowns. That's it now, we're up and running."

The venue replaced facilities at Shrewsbury Music Hall, which had been deemed inadequate and unfit for purpose.

While excavating the site for the new theatre a startling discovery was made. The site contained parts of the original Welsh Bridge, dating back to the 12th Century. After consultation with archaeologists, it was decided to preserve these historically significant remains, a special concrete 'shell' was constructed and the new building was built over the top.

Though the venue quickly became popular with all-comers, it attracted considerable criticism prior to its launch. As the first girders were going up, the designs were attacked by a number of residents and local businesses who complained it stuck out like a sore thumb.

Theatre Severn was created from an old Methodist chapel, which had previously been a car tyre business. It provided public access on four levels. In its first week, six events in the main auditorium sold out – including poet Pam Ayres, former MP Tony Benn, comedian Jason Manford and the ever-popular St David's Day concert.

Ms Picton said: "The need for a new venue was first recorded at a council meeting in 1969 – 40 years later they got one.

"I was employed in 1998 to head up the opening of the new theatre. Only six weeks after I started the councillors changed their mind. But we got there in the end – everything comes to those who wait.

"The one thing I think was really important was that no extra staff were brought in to work on the new project. The then-staff worked on the new project and ran the Music Hall at the same time, which was no mean feat."

Ms Picton is thrilled the theatre has reached its one-million-visitor milestone.

"I am so thrilled by the success of Theatre Severn. For many years, in my office at the Music Hall, there was a large sign that said 'If you Build It They Will Come'. It was unashamedly pinched from Field of Dreams, one of my favourite films.

"But here we are in no time at all approaching the sale of the 1,000,000th ticket. It's not just about the numbers though, it's about the customer experience.

"I love nothing more than overhearing a conversation in a restaurant or café from proud Salopians telling their friends and relatives about Shrewsbury's fabulous Theatre Severn. I know it will continue to be a major cultural asset to Shrewsbury and Shropshire for many, many years to come."

Theatre Severn was popular from the off. Many shows in its opening season sold out months ahead of performances. That was a taste of things to come, given the theatre was opened during an economic recession which curtailed spending habits.

Ms Picton was succeeded by David Nicholson, whose subsequent retirement after four years at the helm made way for Theatre Severn's present manager, David Jack.

Mr Jack said: "Theatre Severn was a long time in the planning but it was well worth the wait. We have enjoyed a very busy and eventful first six-and-a-half years.

"We are thrilled to achieve this incredible milestone in such a short period of time. Attendance has increased year on year since we opened, with 160,000 people attending at least one of 450 performances at Theatre Severn last year, including more than 100 produced and performed by local amateur companies, organisations and performers of all ages, based here in Shropshire.

"Touring companies also love visiting Shrewsbury and performing at Theatre Severn, we are often told we've been voted their favourite venue on the tour.

"Over the years, the audiences of the Auditorium and Walker Theatre, have seen performances of the highest quality covering every genre of entertainment.

"Whichever art form people prefer, be it dance – contemporary or ballet, theatre – drama or opera, music – orchestral, rock or pop – audiences see the biggest and best acts perform here. We certainly won't be resting on our laurels either, with a new and very exciting season of shows about to go on sale, it is our intention to continue breaking attendance records by bringing the shows that the people of Shrewsbury and Shropshire want to see, to their doorstep."

Working at the venue is great fun. Theatre Severn staff tend to work at the venue for many years, enjoying the opportunity to work with stars. Every day is different, with new creative challenges to surmount.

Front-of-house manager Barry Tench said: "As front of house manager the challenges are many and every day is literally different. It ranges from counting tea bags for stock take to looking after international superstars like Mary Wilson once of The Supremes and Basil Brush."

There will be celebrations all this week as the venue sells its one millionth ticket.

Craig Reeves, venue spokesman, said: "The team at Theatre Severn are immensely proud to have achieved this incredible landmark, much sooner than anticipated. It is hugely rewarding to see the venue continue to thrive and attract so many visitors to Shrewsbury."

The venue is currently preparing to welcome almost 40,000 people the annual Christmas Pantomime. This year's production, Dick Whittington, will star Brad Fitt, BBC Radio Shropshire's Eric Smith and comedian Vikki Stone.

Earlier this year, Theatre Severn and the Old Market Hall Cinema announced annual attendance increases of more than 10 per cent. Both venues, owned and operated by Shropshire Council, attracted 221,602 visitors.

The forthcoming Spring season at Theatre Severn features hit Broadway musical Avenue Q, a stage adaptation of F. Scott Fitzgerald literary classic The Great Gatsby, fun family history lessons with Horrible Histories, and visits from household names such as Lulu and comedian Sean Lock.